Campaign

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• ????? Campaign
• ????? Campaign Management
• Campaign Management And Marketing
• Campaign Management And CRM
• ????? Campaign Management
• ??????? ????? ???? Campaign Management
• ??????? ?? Data mining ?? Campaign Management
• ????? ??? ???????? Campaign Management

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?? ????? ????????Campaign????

• Campaign
• ???? ???
• ?????? ?????????
• ?????? ?? ???? ????
• ?????? ??? ????
• Campaigner
• ????? ????????

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????? Campaign ?? ????? ???????

• ?? ??? ?? ????????? ?????? ???? ??? ?? ?? ?????
  ????? ?? ?? ??? ???????? ?????? ????? ??? ?????
  ?? ????.

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Campaign?

• Campaigns are Marketing Activities or Marketing
  Programs.
• A campaign delivers one or more offers to a
  target segment through customer touch point
  (Mail, Email, Website, Telephone, Fax, Face to
  Face, etc.) base on scheduled or on the
  occurrence of a business event .

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Campaign Management?

• Is managing and monitoring customer
  communications across multiple touch points.
• Allows you to build, manage, track and analyse
  powerful one to one marketing campaigns and their
  messages over a certain period of time and
  channels.
• Uses information in a DW or marketing DB to plan,
  manage and assess marketing campaigns designed to
  impact customer behavior.

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???? ?????? ?? Campaign Management

• ?? Campaign ?? ?? ??? Offer ?? ?? ???? ???? ????
  ? ????? ?? ?? ???????? ???? ? ?? ?? ???? ??????
  ?? ?????? ?? ????? ??? ????? ?? ???.

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Campaign Management Software

• Campaign management software automates and
  integrates the planning ,execution, assessment
  and refinement of possibly tens to hundreds of
  highly segmented campaign running monthly,
  weekly, daily or intermittently.

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CRM and Marketing
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Marketing Campaign Management and

• Execution of Campaign is intended to Achieve any
  of the fundamental Marketing Objectives
• Acquire new customers
• Retain existing customers
• Cross-sell, Up-sell and promote products
• Improve brand equity and customers experiences
  with your brand.

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Campaign Management and Marketing
Other Large Groups Data acquisition,
Marketing, Sales,Service Support, Analysis
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Promotions???????

• ?????? ?? ?? ???????
• ??????? ???? ? ???? ???? - ....
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Campaign Management and CRM

• Today, Marketing campaign management is a vital
  tool to every company. your profits are only as
  strong as your customer relationships.
• The science of marketing campaign management is
  to meet your prospects and customers needs with
  the right time and in the right context .

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What is CRM?

• Automating The Right Offer
• To the Right Person
• Through the Right Channel
• At the Right Time

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CRM - A Closed Loop
Analysis and discovery to determine opportunities
Determine the value proposition and campaign
strategy to influence customers
Contact the customers
Measure the results
Refine and improve strategies
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Classification of the CRM field
Campaign Management
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Campaign Management and CRM
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????? Campaign Management

• ??? ?????? ??? ????? ?? ??? ??????? ?????? ????
• One to one marketing two-way dialogue Multi
  channel communication Rule base scenario
  efficient tracking
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• 20 80
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• ???? ????? ??? ? ?????? ???????
• ????? ??? ?? ?????? ????????? ?? ??????? ?
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• Time to Market

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???? ????? ???? ???? Campaign Management

• ??? ?????? ???? Campaign
• ??? ????? ? ????? Campaign
• ??? ????? Campaign
• ??? ???? ? ????? Campaign

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?????? ??? ?????? ???? Campaign

• ?????? ???? Campaign ???? ???????? ??????? ???
  ?????? ? ????????? ???? ?? ???? ???? ???? ?????
  ? ?????? ???? ?????? ?? ?? Campaign ?????? ????
  ??? ???? ??????.
• ??? ????? ??????? ??????? ????? ????? ?????? ?
  ...
• ?????? ????? ???????? ??????????? ??????? ????
  ??????? ???? ???? Campaign ?? ???? ?? ???????
  ????? ? ????? (???? ?????) ?? offer

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??? ????? ? ????? Campaign

• ????? ? ????? Campaign ??? ?? ???? ???? ?????
  ??? ?????Campaign Management ?? ????.
• ?? ??? ??? ??? ?? ???? ?? ???
• Campaign ??? ?? ????? ?? ????
• ?? Offer ???? ?????? ?? ??????
• ???? ??????? ?? offer?? ?? ?????? ?? ???? ? ??
  ???? ???? Touch point?
• ????? ? ?? ????? ?? offer?? ?????? ???? ?? ???? ?

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????? ??? ????? ? ????? Campaign

• Prospects
• Promotions are the offers for campaign
• Projects
• Scenario
• Score

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Projects

• ?? ?????? ?????? ???
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Projects????? ??
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??? ???? ????? ?? ?????? ?????

• ??? ???? ????? (???? ??? ?????? ?????) ?? ?????
• ?????? ???? ??????? ??????? ?? ?? Promotion
• ???? ???? ??
• ????
• ?????
• ? ?????? ????Promotion

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????????????? ?? ????? ????? ???? ?????.

• ?????? ?????? ??????? ???? ?? ????? Campaign ??
  ?? ?? ??? ????? ??????? ?? ? ????? ????????? ????
  ?? ???.

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?????
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?????
Optimization
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????? Campaign

• Direct Style Campaign
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  ?????? ???????? ?? ????? ???? ( ????? ????? ???
  ????????? ? ... ) ????? ?? ????.
• Interactive Campaign
• ??????? ????? ???? ???????? ???? ????? ??????
  ???????? ???? ?? ??? ?? ???? ?????? ??? ?? ?????
  ????? ????? ??? ????? ????????? ? ??????? ??
  ????? ?? ???.

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??????? ??????? ??? ????? ? ????? Campaign

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  ?????? ?? ????.
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?????? ??????? ???? DM ? CM

• ??????? ???? ??????? ???? ??????????
• ????? ????? Campaign ?? ???? ??????? ?? ??????
  ?????????
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  ???? ????? ? ?????? ?????? ??????? ?? ??????? ???
  ?? ???? ?? ???.
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  ????? ????

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?????? ????

• ?? ???? ?? ????? ??? ?? ?? ?????? ?????? ????
  Marketer ? ?????? ????? ???? ??????? ????? ???
  ????? ?? ???.

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??????? ???? DM ? Campaign Management
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Building A Model

• Analytic user creates a model using data mining
  system

• The model is then exported into campaign
  management system

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Model-Based Campaigns

• Campaign management system invokes model-based
  customer segments

• The customers in those segments are passed to the
  data mining server where they are scored

• Customers are then selected based on score
  results

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??? ????? Campaign

• ????? ??? ????? Campaign ????? offer??? ????? ??
  ??? ?? ???????? ??????? ?? ????.
• ??? ??? Offer?? ?? ?? ????
• Contact Center
• E-commerce
• Web Application
• ?????? ?? ???.

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??? ???? ? ????? Campaign

• ????? ??? ???? Campaign
• ?????? ??? ????? ??????(RoI)
• ????? ????? ??????? ???? ????? Campaign
• ????? ?? ????? ???? ??? ??????? ?? Campaign
• ??????? ????? ????? Campaign

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???? ????? ??? ???????? Campaign Management

• Tracking Complex Campaign
• Ease of Use
• Campaign Cloning or template
• Optimization Analytics

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Sharp Electronics LCD Products Groups
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A Very Simple Campaign
Define the campaign universe
Identify target audience
Split to test offer strategy
Control group introduced Statistically validate
the offer
Output to touch point systems and databases
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Wave Campaign
Introduce follow up and multiple contact strategy
Introduce New Channel
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Continuous Marketing
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Campaign Preparation Process Flow
    1. Defining the method of
communication        2.      Viewing your
campaigns in the Marketing Calendar       
3.      Creating or copying campaigns and
campaign elements       4.      Creating and
generating allocations.
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Campaign Planning Process Flow
1.       There are a variety of ways in which you
can use SAP SEM planning and SAP BW reporting to
optimize your campaign.      You can plan the
distribution of products available to the
customers or business partners available.     
You can analyze the success of your campaign and
use this for future campaign planning.      You
can plan the costs and how you wish to distribute
your budget amongst your customers. You can then
check your budget to simulate whether this will
work and if necessary, adjust your figures to get
the best possible value from your marketing
activities.      You can carry out a what-if
analysis and determine what the return on
investment would be from your campaign. 2.      
At any time you can create a snapshot of your
planned data so that you can compare different
versions. This snapshot is user or system
status-dependent. 3.       Once you have finished
planning the product quantities that you wish to
offer to each customer, you can compare this with
the product quantities available in SAP SCM and
determine whether you are actually able to
supply.
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Campaign Execution Process Flow
1.       A campaign cannot be transferred to the
SAP R/3 System until it has the system status
Released. It can be transferred to the R/3 System
either in the background via Middleware or
manually by triggering the release from the
Marketing Planner. 2.       Once this transfer
has been triggered, the marketing hierarchy is
sent to the R/3 System where the costs are
settled.
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Campaign Monitoring and Success Analysis  Process
flow
  1.      The system provides campaign, sales or
profitability data from SAP CRM.        2.     
The system provides profitability data from the
SAP R/3 System.        3.      This data is used
to update the campaign in SAP BW.        4.     
You can monitor the response rates.To do this,
you use the query Campaign Monitoring
0CRM_MC05_Q0008.        5.      You can analyze
the contribution margin per product.To do this,
you use the query Contribution Margin 1 by
Product 0CRM_MC05_Q0011.        6.      You can
analyze success across different execution
channels. To do this, you use the query Campaign
Success by Distribution Channel/Comm. Channel
0CRM_MC05_Q0004.        7.      You can analyze
account contacts and campaign activities.To do
this, you use the query Campaign Execution
Monitor 0CSAL_C01_Q0012.
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LASERCOM Campaign Management solutions

• Personalised document creation
• Design attractive templates for all your messages
  
• Manage white space
• Manage multiple languages for messages
• Dynamically include and manage the following over
  all delivery channels Text messages, graphics
  and adverts
• Data from legacy systems and databases Dynamic
  charts Inserts Mathematical functions
• Targeting
• Track what was sent to each customer
• Analyse campaign effectiveness through responses
• Control message distribution
• Send personalised messages to each customer
• Apply powerful conditioning to all levels of the
  message and its content
• Prioritisation
• Easily establish rules for powerful 1-to-1
  marketing campaigns
• Set-up constant rules
• Lifecycle Management
• Define active periods
• Set expiration periods
• Architecture and performance